We hired car guards* to pop up in unusual places, such as cinemas, cafés, and beaches. They wore yellow VW-branded bibs, communicating the fact that they are leisurely taking a break thanks to the New Golf's Park Assist feature, which was doing their job for them. For the price of a movie ticket and a car guard’s daily rate, the brand got to have attention-grabbing presence in a cinema.

*Parking attendants, or ‘car guards’, are ubiquitous in South Africa. They are a very familiar sight to locals and are distinctly recognised by their generic yellow bibs. Wherever there’s parking, car guards will be there, always offering you assistance and politely requesting a tip afterwards.

People who saw the car guards were pleasantly amused, at the same time enlightened to the Golf's Park Assist feature. This element formed part of and contributed to the full 360 launch campaign for the New Golf, which saw considerable success, with demand exceeding supply for the first three months.

For the month the ad came out, the New Golf also outsold its closest competitor by 22%. The ad communicated one of Golf's innovative benefits, brought across a clear message in the friendly and fun VW tone, and engaged with the consumer in a fresh way.